Quarter 1 (Q1) 2020: Converting More Users

--- tags: wigwarehouse, ww --- [toc] # Quarter 1 (Q1) 2020: Converting More Users ## Strategy Overview High-level goal: **convert more users that already come to WigWarehouse.com into paying customers.** Q1 objectives are primarily about (1) completing easier improvements to your site, (2) trying to convert more visitors into customers, and (3) setting ourselves up for success later! Certain initiatives will take time, such as gathering testimonials and data. If we want to roll them out later, we should begin preparing them now. Please continue below to read the suggested OKRs for this quarter (Q1). --- ## **Objective**: Fix small errors and complete easy improvements :::danger - **KR**: :rotating_light: If you sell overseas at all, ensure that your site is compliant with "GDPR" - GDPR compliance is a legal requirement for merchants who sell to countries in the European Union. I have heard stories about websites that are not GDPR-compliant getting sued and businesses shutting down. - [Please read this blog post from Volusion about "GDPR"](https://www.volusion.com/blog/what-gdpr-means-for-your-store/), especially the section titled "Communicate Your Cookie Policy," and implement the fix however you are able. ::: - **KR**: Complete ~100% of "simple fixes" list below: * [:rotating_light: Please review the "Google Lighthouse Report"](https://developers.google.com/speed/pagespeed/insights/?url=https%3A%2F%2Fwigwarehouse.com) for WigWarehouse. It will recommend excellent ways for you to speed up your site, which can help mobile users! * For image compression, you can use a service like [TinyJPG](https://tinyjpg.com/). * If you can, consider deleting this website, it seems abandoned and only has one negative review: http://wigwarehouse.blogspot.com/ * Your site's pages have more than one `hreflang`, which can hurt SEO, so set it to english only. * `<link rel="alternate" hreflang="en-us" href="http://www.wigwarehouse.com/">` * `<link rel="alternate" hreflang="en-gb" href="http://www.wigwarehouse.com/">` * `<link rel="alternate" hreflang="fr-fr" href="http://www.wigwarehouse.com/">` * (etc) * Double-check to ensure that you do not have any duplicate pages, or old product pages. * Some of your URLs seem like they are not meant to be public, but they are still accessible. Perhaps you should back these up to a different service like Dropbox, Google or Amazon S3 instead of your website. * https://www.wigwarehouse.com/v/vspfiles/V4_Backup/colorchart/std.html * https://www.wigwarehouse.com/v/vspfiles/V4_Backup/colorchart/mtt_st.html * (...etc) * Some of the images on your site are using `.jpg` format. This format is better for photographs, but not good for general graphics. For example, this image below is `Wig-Care-Products-ID71.jpg`. To have higher-quality, smaller images, try changing some of these images to PNG format, especially the logo! ![](https://www.wigwarehouse.com/v/vspfiles/assets/images/Wig-Care-Products-ID71.jpg) * Update text content: - Consider changing "Warehouse Price" to `Our Price!` - In the design for each product's card, consider extracting tags out from the name into badges - Instead of - `"22" BODY WAVE CLIP [Monotop | Weft]` - Maybe something like: - 22" Body Wave Clip - `monofilament` `weft` * :rotating_light: Fix typos: - in newsletter checkbox -> “occassional”, as well as different name “WigWarehouseKing” - [On the sidebar](https://www.wigwarehouse.com/Wig-Warehouse-s/84.htm_) it says "bullentin" instead of "bulletin" * :rotating_light: Increase ALL FONT SIZES to be at LEAST 16px, otherwise it will hurt your SEO, because Google will think your website is not friendly to mobile devices * https://www.wigwarehouse.com/aboutus.asp * Delete unnecessary text copy (e.g. “Welcome”) * Make all text in a consistent casing scheme (currently it’s inconsistent between uppercase/lowercase/capitalized * Eliminate decimal numbers from pricing range (when prices can be integers) in the dropdowns on product pages * Update manual CAPTCHA on Contact form with automatic - [What is ReCaptcha?](https://www.google.com/recaptcha/intro/v3.html) - [Using ReCaptcha on your site, from Volusion](https://helpcenter.volusion.com/en/articles/983327-using-recaptcha-to-block-spam-on-submission-pages) * Update "About Us" page * Only include about the company, do NOT show products * Add a dedicated "CTA" section to help them figure out what to do next * [Blog Post: What is a CTA?](https://blog.hubspot.com/marketing/8-types-ctas-website-list) * Move all news coverage and awards of WigWarehouse.com content to a new "Press" page. * If you know any bloggers that wrote about WigWarehouse, link to their articles in this new page, and thank the bloggers as well so they might want to work with you. ## **Objective**: **Dramatically** reduce available inventory - I know this is a controversial idea. But I have several reasons for believing this is a good move: while having many products is good for meeting need, based on your product-selling data, I believe you may have more than necessary. - It is counter-intuitive and worrisome to reduce inventory, but I think eliminating up to 25% of your products (or even 50%) might actually help in the long-run. Here's why: - [**Analysis Paralysis**](https://en.wikipedia.org/wiki/Analysis_paralysis) suggests that when a customer has too many choices, they actually are LESS likely to buy. - **Dramatically simplifies website navigation**: getting rid of 50% of your products would allow you to make your menus much smaller. - **Speeds up your workflow**: Less products means less overhead - less images to edit, less products to support. - **Bulk purchasing discounts**: Let's say you made your product inventory only 100 wigs and 100 accessories. For your top 10%, you can buy them in bulk. - **Easier to write content!!!**: With less products to cover, you can talk about each of them more. This will help you rank better for those products on Google! (It is too hard to rank highly for 1000+ products) - **Simplifies and strengthens your brand identity, since you have less _types_ of products**: Instead of being a 1-stop shop for _everyone_, perhaps it would be more profitable to become the #1 source for African American wigs - and nothing (or little) else. ## **Objective**: Improve perceived trustworthiness - **KR**: Email 25-50 past customers and request honest testimonials from past customers by offering discounts. - Keep track of these in a Google Doc for now, since we will add them later to a "Testimonials" page/section --- # [:arrow_right: Continue on to Q2, 2020...](https://hackmd.io/KEmkbZTPS5SwriEHMDdy8Q)